Nigeria Beer Market Insights 2012

Nigeria Beer Market Insights 2012

A detailed market research report on the Nigeria beer industry. Researched and published by Canadean.

Introduction and Landscape

Why was the report written?This report comprises high level market research data on the Nigeria beer industry, published by Canadean. The report covers total market (on- and off-premise) and includes valuable insight and analysis on beer market trends, brands, brewers, packaging, distribution channels, market valuation and pricing.

What makes this report unique and essential to read?The Nigeria Beer Market Insight report is designed for clients needing a quality in-depth understanding of the dynamics and structure of the Beer market. The report provides a much more granular and detailed data set than our competitors. All data has been researched, brand upwards, by an experienced 'on-the-ground' industry analyst who conducts face-to-face interviews with key producers, leading companies in allied industries, distributors and retailers.

Key Features and Benefits

This report provides readers with an excellent way of gaining a thorough understanding of the dynamics and structure of the Nigeria Beer industry. Data includes volumes from 2007 to 2011, plus forecasts for 2012, enabling historical and current trend analysis.

The on-going ban on imported beer gives free reign to locally based brewers- Consolidated Breweries, Nigerian Breweries and Guinness Nigeria- which all participated in the on-going market expansion last year.

A negative impact on the beer market is the increasing attention being given to wine, which is perceived as healthier. Local wine processing is underdeveloped and expensive, presenting a good opportunity for foreign options.

Nigeria is an attractive proposition for investors; however entry into the beer market is not easy as it is closely controlled by two powerful brewery groups: Heineken and Diageo.

The spirits category is served by local and international products with the availability of cheap single-serve sachets of local spirits providing market access for low income consumers.

Import volume in Nigeria is very small, accounting for much less than half a percent of consumption. Imports are mainly transit brands as the importation of all beer (amongst other products) has been prohibited since 2003.

Key Highlights

With a population in excess of 155 m people, Nigeria is the most populous country in Africa, with 45% of the population being under 15 years of age. At the same time, beer consumption sits at under 10 liters per capita, which is low by international standards, and this situation offers ample room for significant market expansion.

There was just one major new product launch last year (Harp Lime from Guinness Nigeria) in both a 33cl glass bottle and similar sized can. In addition, there were several new pack presentations.

The market is partitioned into super premium, premium, mainstream and discount segments on the one hand, and split between lager and stout/dark ale on the other

Despite the size of the Nigerian beer market, the number of available brands is quite limited, with just 20 brands account for nearly 99% of consumption.